HMC ANNOUNCES SHORTLIST FOR THE 2024 HMC STRATEGIC EXCELLENCE AWARDS
POWERED BY COLLAGE GROUP
Fairfax, Va. (March 27, 2024) – After a record year with over 20% growth in total entries, the Hispanic Marketing Council (HMC) announced the short list for the Strategic Excellence Awards Powered by Collage Group, the only award competition of its kind recognizing strategic excellence in Hispanic marketing and advertising and cultural fluency.
“The sheer number of submissions coupled with the depth and breadth of the entries was next level,” said Awards Chair Victor Paredes, Executive Director of Multicultural Strategy, Collage Group. “The explosive growth of this awards series has a profound impact in filling the gap of honoring courageous campaigns that lead with culture.”
Winners will be announced at the HMC 2024 Annual Summit in New York City on April 11 featuring Jury President Marissa Solis, Senior Vice President of Global Brand & Consumer Marketing, National Football League. For more information, visit hmcannualsummit.org.
THE SHORT LIST*
Best Hispanic Cultural Insight
Agency/Company Name | Client Name | Campaign |
Casanova // McCann | U.S. Bank | Found in Translation: The untold story of children who give a voice to generations. |
CULTURE+ | Kellanova | Pringles’ Pour on More Sabor |
Inspire Agency | Kia America | Kia Telluride: La Buena Vida |
LERMA/ Advertising | The Home Depot | Latina Doers |
Lopez Negrete Communications | Ad Council | Alzheimer’s Association: “Some Things Come with Age. Some Others Don’t.” |
| Lopez Negrete Communications | Hyundai | Hyundai IONIQ 6: “Cautionary Tales” |
NBCUniversal | Sephora | The Foundation of Belleza |
PACO Collective | BioLife | Time is Money / Tu Tiempo es Dinero |
Visit Philadelphia | Visit Philadelphia | Hispanic Voices |
Zubi Advertising/GTB | The Ford Motor Company | Ford California: Unidos Stronger |
Mainstream Impact
Agency/Company Name | Client Name | Campaign |
BeautifulBeast | Colon Cancer Coalition | Colorectal Awareness Month: Foreign Announcer Radio Campaign |
BBQ Agency | IPCVA – Argentine Beef Promotion Institute | It’s time for Argentines to stop talking / Argentine Beef Week |
d exposito & Partners | Tajin USA | Re-energizing Hispanic Sales to Yield Total Brand Sales Growth |
Dieste | Goya Foods | GOYA Coquito: A Tropical Twist to the Holiday. |
NEW CATEGORY: Impactful Multicultural Research
Agency/Company Name | Client Name | Campaign | |
Adsmovil/Publicis Media/ThinkNow | Adsmovil | The Hispanic Digital Purchase Journey | |
| Adsmovil | Adsmovil | The Hispanic Financial Journey | |
Collage Group | Collage Group | America Now 2023: Harnessing American Identity to Navigate Social Issues | |
DLG Research | Texas Children’s Health Plan | Texas Children’s Health Plan Cultural Competency | |
Lopez Negrete Communications | Ad Council | Alzheimer’s Association: “Some Things Come with Age. Some Others Don’t.” | |
Impact on Innovation
Agency/Company Name | Client Name | Campaign |
alma DDB | Molson Coors Beverage Company | Miller Lite: J Balvin’s Tab |
Casanova // McCann | U.S. Bank | Found in Translation: The untold story of children who give a voice to generations. |
Creyentes (We Believers) | Frito-Lay | Cheetos Deja Tu Huella |
Nativa Multicultural Agency | Schwarzkopf Got2b | Glued Bonding Glue & Flash Glue Remover: Got2b |
Shopper and/or Experiential Impact
Agency/Company Name | Client Name | Campaign |
CULTURE+ | Kellanova | Pringles: Pour on More Sabor |
BBQ Agency | IPCVA – Argentine Beef Promotion Institute | It’s time for Argentines to stop talking / Argentine Beef Week |
INFUSION by Castells | Charter Communications, Inc. | Spectrum Hispanic Heritage LA Campaign |
Zubi Advertising | Ford Motor Company | Ford Copita Alianza: Que Golazo Grassroot Program |
Media Connections & Content Strategy Impact
Agency/Company Name | Client Name | Campaign |
alma DDB | Molson Coors Beverage Company | Coors Light: Leagues Cup |
d exposito & Partners | Tajin U.S.A | Tajin Equity |
EssenceMediacom | Ally Bank | Ally Builds Authentic Connections with Bicultural Hispanics |
My Code | GMC | GMC Sierra |
NGLmitú | AT&T | AT&T Purpose Campaign: “Yo Soy Asi” 2023 |
Zubi Advertising | Ford Motor Company | Ford’s Que Golazo de Cambio Media Campaign |
Content Creator & Consumer Engagement Strategy
Agency/Company Name | Client Name | Entry Name |
alma DDB | Molson Coors Beverage Company | Miller Lite: J Balvin’s Tab |
NBCUniversal | Sephora | The Foundation of Belleza |
Publicis Le One | Haleon | Jenny Lorenzo for Preparation H: “Abuela Knows Best” |
Zubi Advertising | Lincoln Motor Company | Lincoln’s Our Streets. Our Stories. |
Creative Ingenuity
Agency/Company Name | Client Name | Campaign |
BeautifulBeast | Colon Cancer Coalition | Colorectal Awareness Month: Foreign Announcer Radio Campaign |
BBQ Agency | IPCVA – Argentine Beef Promotion Institute | It’s time for Argentines to stop talking / Argentine Beef Week |
Pro Bono
Agency/Company Name | Client Name | Campaign |
BeautifulBeast | Colon Cancer Coalition | Colorectal Awareness Month: Foreign Announcer Radio Campaign |
Change the Ref | Change the Ref | Ballots Against Bullets – Survivors |
NBCUniversal | Ad Council | Feeding America / Hunger Prevention |
For more information, visit hispanicmarketingcouncil.org and follow the HMC on Facebook, Instagram, and Twitter at @hmchispanic.
*These awards are open to all U.S.-based companies. Only submissions where the media has run at some point between January 2023 until February 2024 may enter.
About HMC: Founded in 1996 as the Association of Hispanic Advertising Agencies, the Hispanic Marketing Council is the national trade organization of all marketing, communications and media firms with trusted Hispanic expertise.
About Collage Group: Collage Group is the trusted partner and provider of cultural intelligence for over 300 iconic brands across 12 industries. We’ve been helping marketers and insights professionals create authentic connections with diverse American consumers for over 10 years. Brands leverage our deep consumer research, AI-powered insights, and strategic cultural expertise to develop cultural fluency and create impactful and efficient campaigns that accelerate brand growth and ROI. Learn why industry-leading brands turn to Collage Group for cultural intelligence and strategic expertise.